From content strategy to customer experience, digital integration to marketing automation, there are many challenges facing the modern marketer and business when trading online. The following presentation is a check-list of just some of key areas which brands should consider when developing an online marketing and business strategy.

1. Simon Guest

2. From content to customer experience, digital
integration to marketing automation, there are
many challenges facing the modern marketer and
business when trading online.
The following presentation is a check-list of just
some of the key areas which brands should
consider when developing an online marketing
and business strategy.

3. 1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Understanding customer behaviour
Using data effectively
Digital business integration
Creating a multi-channel strategy
Optimising customer experience
Increasing sales conversion
Minimising the cost of acquisition
Measuring ROI
Systems integration
Supplier selection & management

4. Key considerations
 Engagement occurs across multiple channels
 Lifestyle and technology influence touch-points
 Customers require multi-channel/screen
interaction
 WOM, recommendation and key influencers
drive behaviour and purchase decisions
 Customer experience drives brand loyalty and
repeat purchase

5. Key considerations
 How to collect, process and manage multiple
data sets (transactional, social, marketing)
 Using data to profile customer preferences
 Developing insights which inform the wider
strategy
 Segmenting customers into target groups /
individuals
 Using insights to optimise the customer
experience

6. Key considerations
 Defining the strategy and commercial
objectives
 Boardroom buy-in for digital / e-commerce
 Aligning on and off-line departments
 Creating a defined marketing framework
 Ensuring strong lines of reporting
 Demonstrating digital ROI and added value

7. Key considerations
 Taking an integrated approach to marketing
 Creating a 360 degree view of the customer
journey
 Providing multiple points of interaction
(mobile first)
 Creating impactful, engaging and share-able
content
 Developing personalised, timely, relevant and
channel specific comms

8. Key considerations
 Understanding the end-to-end customer journey
 Providing incentives to drive engagement
 Optimising and streamlining customer
interactions
 Aligning the business around the customer
experience
 Committing to high levels of customer service

9. Key considerations
 Creating multi-channel purchase options
 Providing incentives to complete purchase
 Understanding why purchases are abandoned
 Removing barriers to successful transactions
 Optimising the user experience
 Re-engaging lost customers

10. Key considerations
 Increasing brand loyalty and repeat purchase
 Testing, learning and adapting before launch
 Creating tailored and targeted comms
 Optimising budget allocation across channels
 Developing WOM and increasing referral

11. Key considerations
 Correlating clicks, likes and views to actual sales
 Mapping behaviours which drive conversions
 Using tools to measure channel performance
 Finding an attribution model that works
 Testing metrics to better understand ROI

12. Key considerations
 Understanding the technical requirements
 Choosing the right technology solution
 POS, CRM and back office integration
 Investment in hardware and IT infrastructure
 Optimising performance and minimising
downtime
 Assigning platform ownership and maintenance

13. Key considerations
 Integrated or specialist digital supplier?
 Integration of digital into marketing ecosystem
 Facilitating supplier / agency collaboration
 Providing clear direction and project
management
 Driving supplier performance and efficiencies
 Keeping the digital strategy on track

14. Copyright: Simon Guest, 06-02-14
sgguest@yahoo.com
uk.linkedin.com/in/siguest/